Market 1

Running Head: Market

 Market 2

Background
 Krispy Kreme is a chain of Krispy Kreme
doughnut stores.
 Its parent company is Krispy Kreme
Doughnuts, Inc. which is situated in
Winston-Salem, North Carolina, United
States.
 This chain sells doughnuts in US, Canada
and UK.
 Within US the competitors of it are Dunkin'
Donuts, Starbucks and Winchell's.
 Market 3

Total Market and Size

 The Krispy Kreme operates with subsequent
segments:
1. Company Stores
2. Franchise
3. KK Supply Chain
 As of 01-Feb-2009, the Krispy Kreme had 523
Krispy Kreme stores functioned system wide in 36
states and in the District of Columbia, Australia,
Bahrain, Canada, Indonesia, Japan, Kuwait,
Lebanon, Mexico, the Philippines, Puerto Rico,
Qatar, Saudi Arabia, South Korea, the United Arab
Emirates and the United Kingdom.
 Market 4

Growth and Trends

 The company's growth in regard to its
profits have diminished in current quarters.
 Health fads and consumer is shifting
towards health conscious diets.
 High capital costs associated to retail stores
are getting doubled.
 Rising debt on balance sheets is dampening
the growth possibilities.
 Market 5

Market Characteristics'’ & Developments

 The most of the chains operating in the

market are focussing on their business and
marketing strategies.
 Brand value and internal cultural values has
become key priority.
 The market is experiencing numerous
developments in regard to expansion and
promotion.
 Market 6

Industry Practices & Customers

 In present industry is focussing on advanced
technology and advanced amenities.
 Industry players are needed to adopt
expansion and various promotional
strategies’.
 The customers and the consumers of the
Krispy Kreme include individual consumers,
supermarkets, grocery stores, convenience
stores and gas stations all through the US,
UK and Canada.
 Market 7

Products and Prices

 Krispy Kreme offers products like
Doughnuts, gourmet coffee and beverages
that include Coffee Roasts, Chillers and
Espresso Drinks.

 Krispy Kreme’s products is extremely

overpriced in comparison to its competitors.
 Market 8

Physical Distribution and Channels

 Recently Krispy Kreme has introduced
“MyKrispyKreme”, an Internet based portal
that links management franchisees and
Krispy Kreme vendors to each other.
 In addition to this Krispy Kreme has just
accomplished a central manufacturing and
distribution centre for doughnut mixes to be
sent all across America.
 Market 9

Promotions
 Krispy Kreme had followed a unique
publicity program pitched towards high
media vulnerability.
 It had also introduced numerous innovations
in its stores like the 'Doughnut Theatre' and
the 'Hot Doughnuts Now' signs.
 Market 10

References
 Executive Summary. (n.d.). Retrieved
January 12, 2009, from
http://students.ou.edu/W/Mayes.M.White-
1/files/Krispy%20Kreme.pdf
 Doughnut Varieties. (n.d.). Retrieved
January 12, 2009, from
http://www.krispykreme.com/varieties.html